From Lead to Live Campaign: An Advertiser’s Lifecycle Transformation with Zoho

Zoho CRM Plus

A performance marketing platform working closely with advertisers and publishers across multiple markets. As the business scaled, managing advertiser relationships, from first engagement to live campaign execution, became increasingly complex across Sales, Marketing, Operations, and Support teams.
The challenge was clear: scale without losing clarity, speed, or control.

 The Challenge

The company’s teams were experienced and capable, but their systems were fragmented.

Key challenges included:

  • Siloed view of the advertiser lifecycle
  • Manual handovers between multiple departments
  • Limited visibility into offer readiness and onboarding progress
  • Difficulty tracking advertiser performance and support context across teams

As advertiser volume grew, these gaps created friction and limited scalability.

What they needed was a unified way to manage advertisers end to end.

 The Solution

Ooroboros designed and implemented an advertiser-centric operating model using Zoho CRM Plus, aligning people, processes, and data into one connected platform.

Instead of optimising individual departments, the solution focused on a single objective:

Create a seamless advertiser lifecycle from first lead to live campaign and ongoing support.

The platform unified:

  • Sales and deal management
  • Lead nurturing and qualification
  • Advertiser onboarding and execution
  • Support and issue resolution
  • Performance and leadership reporting

All teams now operate from the same source of truth.

OVERVIEW

An Advertiser-Centric CRM Design

At the core of the solution is a CRM architecture built around Advertisers as the primary entity.

Every campaign, offer, project, and support interaction is connected back to the advertiser, ensuring full context at every stage of the relationship.

This structure allows them to:

  • Track advertiser progress clearly from prospect to live campaign
  • Segment campaigns without fragmenting data
  • Maintain visibility as complexity increases

The result is a system designed for scale, not just record-keeping.

SALES

Smarter Lead Qualification and Sales Execution

Lead capture and qualification are handled through integrated marketing automation, ensuring that sales teams focus on high-intent advertisers.

Behavioral engagement, campaign sources, and interaction data are used to identify readiness before leads enter the sales pipeline. Once qualified, deal progression is structured and automated, reducing manual follow-ups and accelerating conversion.

When a deal is confirmed, downstream processes are triggered automatically, ensuring a clean transition from sales to execution.

MARKETING

Consistent Onboarding and Campaign Execution

Execution begins the moment an offer is confirmed.

Each new advertiser or campaign follows a standardized onboarding flow, ensuring consistency across teams and regions. Clear ownership, defined milestones, and visibility into progress allow teams to move faster while maintaining quality.

This approach reduces onboarding friction and gives account teams confidence that nothing is missed even as volumes grow.

CUSTOMER SUPPORT

Unified Support with Full Context

Ongoing advertiser and publisher support is centralized within a single system, fully connected to CRM records.

Support teams can instantly see advertiser context, campaign details, and historical interactions, allowing faster, more informed responses. SLA tracking and structured escalation ensure issues are handled consistently and transparently.

For sales and account teams, this means no blind spots. Everyone stays aligned.

MANAGEMENT

Real-Time Visibility for Leadership

With data unified across teams, leadership gains real-time visibility into performance.

Dashboards provide insight into:

  • Sales and pipeline health
  • Advertiser onboarding progress
  • Campaign readiness and operational timelines
  • Support quality and responsiveness

Reporting is automated, removing manual overhead and enabling faster, more confident decision-making.

COMPANY-WIDE

The Impact

With the new advertiser lifecycle in place, achieved:

  • A single, unified view of advertisers across teams
  • Faster and more predictable onboarding
  • Reduced manual coordination and handovers
  • Improved operational visibility and accountability
  • A scalable foundation to support continued growth

Most importantly, teams now operate with a shared context, allowing them to focus on delivering value, not managing complexity.

The Ooroboros Touch

A Platform Built for Scale

This transformation was not about adding more tools. It was about building a system that reflects how the business actually operates.

By aligning workflows around the advertiser lifecycle, they now move from lead to live campaign with clarity, speed, and confidence.

Looking to build a scalable, lifecycle-driven CRM with Zoho?